CHROMOSPHERE
Going viral E
xactly what makes a video ‘go viral’ is debatable. Chromosphere’s Phil Garrett, who runs the video marketing company, says it’s a myth that successful videos go viral. “You can’t plan to go viral,” Phil told us. “You also can’t base how good a video is on how viral it goes.” Perhaps a video that capitalises on a cultural mood or idea of the moment has more chance of going viral? Phil explained: “It’s a deep social science. The right video released at the right time with a zeitgeist appeal might go viral. A video released about Will Smith slapping Chris Rock is too late by now, but if it was released within minutes of the event, it might have gone viral. It’s a bit like the stock market.” Phil formed Chromosphere with friend Glenn McAllenFinney after making indie films and music videos for almost a decade and accumulating a team of professional freelancers who are now their trusted runners, producers, scriptwriters, and sound and lighting technicians. “Shooting a corporate video on your phone will
turn customers away. It might be that a video about an accounting firm will not go viral, but that’s not the point. The point is to build trust through professionally shot content.” Return on investment can be hard to track, but one corporate video can be reformatted for each social media platform and used across a business’s content calendar for years to come. Phil says market research is key to understanding why your customers chose you. To know if your video has been successful, he suggests simply asking if they saw it. See examples of corporate videos at chromosphere.media/our-work.
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